I AM | WE ARE 1
Awareness Movement for Respect, Inclusion and Kindness in Sport and Life
I AM | WE ARE 1 is an awareness movement created to promote respect, inclusion, and kindness among children, young people, and adults, with a special focus on sport environments where values such as teamwork, fairness, and mutual respect should always come first.
The movement was founded in response to situations where children experienced discrimination, bullying, or hateful language during sporting activities. These moments remind us that education, guidance, and positive example from adults are essential in shaping the behaviour and attitudes of the next generation.
We believe that sport must be a place where every child feels safe, welcome, and respected — regardless of nationality, ethnicity, language, religion, gender, ability, or personal background.
Children are not born with prejudice.
They learn from what they see, hear, and experience.
That is why parents, coaches, teachers, clubs, and organisations share the responsibility to show that respect, empathy, and inclusion are the true values of sport and life.
I AM | WE ARE 1 stands for the idea that every individual is unique, yet we all belong to one human community.
Differences should never divide us — they should make us stronger.
Through this movement we aim to:
raise awareness about bullying, discrimination, and intolerance in children’s sport
encourage respectful behaviour among players, parents, and spectators
support clubs and schools in promoting inclusive values
give children confidence to be themselves without fear
remind adults that their example shapes the future
We believe that real strength is shown through kindness.
We believe that respect is more important than winning.
We believe that every child deserves to enjoy sport without fear of humiliation or hate.
I am unique.
You are unique.
Together we create one community.
We are different.
We are equal.
We are one.
I AM | WE ARE 1
Against Hate • Against Bullying • For Respect